@article{01HBXCCPGQ63TMJV2J4JQ7NQ9Z,
  abstract     = {{The current study contributes to the demand for more multilingual analyses of online reviews, comparing English and German-language hotel reviews on Booking.com. Specifically, it seeks to shed light on the linguapragmatic contrast of the German speaker showing a preference for more content-orientation and the English speaker more person-orientation by exploring the use of the first-person perspective (FPP) in online reviews. It further integrates cognitive linguistic theories of construal, considering whether the results implicate not only a difference in the assumedly intentional rhetorical preferences of speakers but also cognitive differences in ways of experiencing a hotel stay, which might also have important implications for how hotels tailor their language-specific responses and maybe even how hotels design their service and intended customer experience. The findings show that FPP did occur in more English reviews, indicating more personalization and thus a more personalized cognitive processing of the hotel stay. However, when FPP was identified in German reviews, it occurred at a similar frequency to English reviews, reflecting a similar degree of subjective involvement. The findings may thus indicate that while this contrast was robust on a whole, linguacultural differences may play an increasingly smaller role as online genres merge into more global styles, a trend that communications practitioners must increasingly consider.
}},
  author       = {{Fastrich, Bridgit Corinne}},
  issn         = {{2329-4884}},
  journal      = {{INTERNATIONAL JOURNAL OF BUSINESS COMMUNICATION}},
  keywords     = {{customer satisfaction,intercultural communication,personalization,construal,online reviews,German and English contrasts,WORD-OF-MOUTH,COMPLAINTS,(IN)DIRECTNESS}},
  language     = {{eng}},
  number       = {{1}},
  pages        = {{39--69}},
  title        = {{(im)personalization in German and English negative online reviews : contrasts, comparisons, and cognitive implications}},
  url          = {{http://doi.org/10.1177/23294884231200249}},
  volume       = {{61}},
  year         = {{2024}},
}

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